Concentrated personal cleansing compositions

ABSTRACT

Rinse-off cleansing compositions can include surfactant, perfume, solvent, and water, wherein the rinse-off cleansing composition has a G′ of at least about 25 Pa and/or is not a ringing gel.

FIELD OF THE INVENTION

This application relates to rinse-off cleansing compositions withsurfactant, perfume, solvent, and water; and methods relating thereto.

BACKGROUND OF THE INVENTION

Cleansing is an activity that has been done for thousands of years.Early cleansers were based on either soap chemistry or simple mechanicalaction in order to remove dirt from the skin, as well as endogenoussoils such as sweat, sebum and body odors. Smelling clean is animportant benefit but early cleansers did not provide perfume to theskin during cleansing as it would have been wasteful for a veryexpensive ingredient, the perfume. Instead, perfume was applied aftercleansing. As skin cleansing compositions have become more complex,providing scent during cleansing and residual scent on the skin aftercleansing are expected by users of modern skin cleansers. As such,improved cleansing compositions which can provide scent during cleansingand/or residual scent on the skin are desired.

SUMMARY OF THE INVENTION

A rinse-off cleansing composition, comprising: a) from about 35% toabout 85%, by weight of the composition, of surfactant; b) from about 4%to about 30%, by weight of the composition, of a perfume, wherein theweight percent of perfume is from about 8% to about 90%, by weight ofthe surfactant; c) from about 6% to about 20%, by weight of thecomposition, of a solvent, wherein at least 5% of the solvent, by weightof the composition, comprises a hydric solvent and wherein the weightpercent of the hydric solvent is from about 7% to about 60%, by weightof the surfactant; and d) from about 2% to about 57%, by weight of thecomposition, of water; wherein the rinse-off cleansing composition has aG′ at about 1 Hz of about 25 Pa to about 3000 Pa.

A rinse-off cleansing composition, comprising: a) from about 35% toabout 45%, by weight of the composition, of a first surfactantcomprising sodium trideceth-2 sulfate; b) from about 4% to about 15%, byweight of the composition, of a perfume; c) from about 6% to about 20%,by weight of the composition, of dipropylene glycol; and d) from about25% to about 45%, by weight of the composition, of water; wherein therinse-off cleansing composition is not a ringing gel.

A cleansing composition, consisting essentially of: a) from about 25% toabout 45%, by weight of the composition, of a first surfactantcomprising a branched anionic surfactant; b) from about 5% to about 10%,by weight of the composition, of a zwitterionic cosurfactant; c) fromabout 4% to about 15%, by weight of the composition, of a perfume; d)from about 6% to about 20%, by weight of the composition, of dipropyleneglycol; e) optionally from about 0.1% to about 5% of a preservative,thickener, hydrophobic oil, additive, soap, pH modifier, or acombination thereof; and f) from about 25% to about 45%, by weight ofthe composition, of water; wherein the rinse-off cleansing compositionis not a ringing gel.

These and other combinations will be more fully understood in light ofthe detailed description below.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a graph of total GCMS peak area versus the dilution ratio ofwater to composition measured in accordance with the Perfumed HeadspaceAbundance During Dilution Method; and

FIG. 2 is a graph showing the equilibrium solubility of a particularperfume at room temperature by % T at 640 nm to moles perfume/molessurfactant.

DETAILED DESCRIPTION OF THE INVENTION I. Definitions

As used herein, the following terms shall have the meaning specifiedthereafter:

“Cleansing composition” refers to compositions intended for topicalapplication to the skin or hair for cleansing.

“Concentrate/concentrated” as used herein with respect to a cleansingcomposition refers to a composition where the weight percentage ofsurfactant relative to the total composition is greater than about 15%.

“Free of” refers to no detectable amount of the stated ingredient orthing.

“Gel” refers to a material or composition that does not flow under itsown weight and has a G′ greater than about 25 Pa at 10 Hz in anoscillatory rheology test.

“Hydric solvent” refers to a solvent that is neutral organic speciesthat contains at least 2 hydroxyl groups and is not a hydrotrope.

“Hydrotrope” refers to a charged, amphiphilic solubility modifier.Hydrotropes are generally charged olefins especially an olefin sulfonatesuch as an aromatic sulfonate.

“In-vitro bloom” refers to the amount of perfume experienced at a 3:1 byweight water to composition dilution versus the amount of perfume in theheadspace prior to dilution and can be measured in accordance withPerfumed Headspace Abundance During Dilution Method set out below.

“Micelle” as used herein refers to a structure comprising individualsurfactant molecules aggregated to form a hydrophobic core region withexternally facing polar head groups in equilibrium with surfactantmonomers in a polar phase, having a characteristic dimension that is asingle digit multiple of the surfactant length, i.e., generally lessthan about 10 nm in diameter.

“Microemulsion” as used herein refers to a thermodynamically stableisotropic mixture of oil, surfactant, and water comprising an interiorhydrophobic core, having a size greater than about 10 nm diameter.

“Perfume” refers to a mixture of volatile organic oils having a pleasantaroma wherein the perfume components have individual molecular weightsbetween about 75 and 400 Daltons.

“Relative Bloom” refers to perfume in the headspace over a compositionduring use for a perfumed cleansing composition relative toconcentration for a conventional, hydric solvent free, control micellecomposition having 10 wt % starting surfactant and 1 wt % startingperfume when the same perfume is used in the composition and the micellecomposition.

“Rinse-off” means the intended product usage includes application toskin and/or hair followed by rinsing and/or wiping the product from theskin and/or hair within a few seconds to minutes of the applicationstep. The product is generally applied and rinsed in the same usageevent, for example, a shower.

“Room temperature” refers to a temperature of 25° C.

“Solvent” refers to species or mixture of species present in a molecularsolution in the greatest molar concentration acting in a way to dissolveother species, the latter species generally being larger molecules. A“hydric solvent” is a water miscible solvent.

“Single Phase” when used herein with respect to inventive cleansingcompositions refers to homogeneity when measured at the designatedtemperature in accordance with the Ultracentrifuge Test.

“Stable” when used herein with respect to the inventive cleansingcompositions refers to visual stability when measured in accordance withthe Stability Test herein.

“Substantially free of” refers to about 2% or less, about 1% or less, orabout 0.1% or less of a stated ingredient.

“Surfactant” as used herein refers to amphiphilic molecules which canaggregate to form micelles and other surfactant structures, which aresoluble in an aqueous phase and contribute to foaming during a cleansingevent, i.e., stabilizing an air interface.

II. Cleansing Compositions

Modern consumers of cleansing compositions expect the composition toprovide scent both during use and to have residual scent on the skinafter use, making perfume an important component of cleansingcompositions. Perfume is also an important component of many skincleansers to mask the base odor of cleansing ingredients, which can beunpleasant.

Perfume is hydrophobic, whereas skin cleansers generally have anaqueous, continuous phase which provides essentially no ability to carryperfume. It is desirable to provide perfume in a soluble form in aliquid skin cleanser, since insoluble phases of any kind can lead toinstability problems in the composition. Perfume is therefore generallysolubilized within the surfactant component of cleansers, such asmicelles, lamellar structures, vesicles and the like.

Surfactant structures of all kinds contain hydrophobic regions due tothe aggregation of surfactant tails, which are able to solubilizesignificant quantities of perfume oil. Perfume generally exists withinthe surfactant tails as a molecular solution due to the interaction ofthe perfume with the surfactant tails, not as a colloidal structure suchas an emulsion droplet, which is not thermodynamically stable.

A problem exists in providing perfume scent during use and residualscent to the skin from skin cleansers. Well known physical laws governthe relationship between perfume in the air in equilibrium with perfumesolubilized in a micelle or other environment. This relationship isdefined by the mole fraction of perfume in the soluble environment,generally the micelle. Micelles are common features of skin cleanserssince even non-micellar surfactant generally become micelles during thedilution experienced while cleansing.

Since the perfume concentration in a skin cleanser is generally only 25%or less on a molar basis in the surfactant micelle, the vapor pressureof each perfume molecule can be reduced by 75% or even more, due to itssolubilization in the micelle. The desire to deliver perfume to the skinsuffers from a similar fate during cleansing. Perfume molecules candiffuse, or partition into the skin during cleansing. The driving forceto do so is the thermodynamic activity coefficient gradient for theperfume molecules. While a pure perfume applied to the skin, having anactivity coefficient of 1, can partition quickly into skin, perfumelocated in a surfactant micelle proximal to the skin suffers from theactivity coefficient reduction (75% or more) due to micellarsolubilization. Therefore most perfume in cleansing compositions(between 50-90%) generally is washed away during rinsing before asignificant amount can partition into the skin or bloom into theheadspace. The result is the skin retains no or very little scent andonly for a short duration after a typical cleansing event. Thus,delivery of perfume to the air and to the skin during cleansing isinefficient and therefore expensive.

Overcoming these technical constraints in order to increase initialperfume perception in a neat composition, perfume delivery to the airduring cleansing, and to the skin is not simply a matter of adjustingformula components at increased cost. Natural limits exist related tofactors such as solubility. For example, increasing perfume in acomposition is not only impractical from a cost standpoint, perfumebeing quite expensive, but is also infeasible considering the abundanceof perfume can quickly become insoluble in the surfactant composition,leading to instability. Formulating a perfume to contain more high vaporpressure components to enhance bloom may be useful, but does notovercome the innate vapor pressure reduction of perfume due tosolubilization in the micelle, in addition to other restrictions to thescent character that would result. Benefits of these approaches arelimited.

Various means to overcome this problem have been suggested. Perfumemicrocapsules have been developed to encapsulate perfume and protect itfrom contact with surfactant. However, only a limited number of perfumemolecules are stable in perfume microcapsules; and the perfumemicrocapsule itself must then be delivered to the skin and, later,mechanically crushed by the consumer in order to release the perfume.Most perfume microcapsules are themselves washed down the drain duringcleansing, affording little benefit.

Additionally, cleansing compositions have been formulated as micelles.Surfactants have a critical micelle concentration, or CMC, at which theyaggregate. Below the CMC surfactant exists as monomers in solution. Ithas been suggested that dilution to below the CMC can release perfume toincrease bloom. The problem with this approach is the CMC is very low,often about 100 ppm for cleansing surfactant mixtures (i.e., 0.01 wt. %,a dilution of more than 500-fold from an original composition). Thus,the CMC occurs at concentrations not relevant to cleansing nor rinsingthe body. During rinsing, the CMC is reached only at the very end ofcleansing, by which time nearly all the cleansing components havealready been washed down the drain in the form of micelles, carrying theperfume with them. Relevant dilutions during cleansing are less than10-fold, especially less than 5-fold, during which time there isextensive exposure of the wash composition to the body and to the air inthe shower, affording both time and opportunity for perfume to bloom andpartition to the skin, if it can be removed from the environment of themicelle.

A constraint in overcoming these problems relates to the rheologyprofile of the composition. Liquid skin cleansing compositions generallyutilize dosing from a package onto a hand, a cleansing implement, or theskin itself without running off. Further, compositions should spreadeasily across the body to effect thorough cleansing. Preferred means toprovide an acceptable rheology involve the use of surfactants to formelongated micelles or lamellar structures without the use of otherrheology control agents, which can be wasteful and costly. Control ofrheology using surfactants can provide important restrictions whichlimit the ability to modify surfactant mixtures to provide otherbenefits, such as perfume benefits. Often, polymeric or associativethickening agents can be used to control rheology, but these can createnew restrictions or constraints by interacting with micelles. Overcomingthe problems related to perfume benefits in cleansing compositions whilemaintaining an acceptable rheology profile for dispensing is therefore ahighly constrained problem and difficult to overcome.

Surprisingly, inventors have discovered skin cleansing compositions candeliver enhanced initial perfume perception, perfume bloom duringcleansing, and perfume retention on the skin for many hours aftercleansing. Without wishing to be limited by theory, the enhanced perfumebenefits are believed to result at least in part when at least a portionof the perfume in a composition exists in the physical form of a perfumemicroemulsion. In some cases, the microemulsion may be in equilibriumwith other phases such as micelles or a lamellar phase. In some cases,the microemulsion can spontaneously form upon addition of water, i.e.,during cleansing or rinsing. In the microemulsion form, it is believedmost perfume is in a central core region and is not proximal tosurfactant hydrocarbon, therefore it is not in a solvent-soluterelationship which can reduce perfume activity coefficient. The resultis bloom and/or relative bloom is significantly enhanced, sometimesdoubled or even tripled or more; and scent of perfume over the skinafter wash, can be enhanced by a similar magnitude.

To make a perfume microemulsion, sufficiency of perfume, which is theoil component for making a perfume core; the right level and mixture ofsurfactant; and a hydric solvent able to interact in a manner to makethe microemulsion are believed to be contributing factors. The hydricsolvent has multiple effects like, reducing the dielectric of the waterphase, acting as a solvent for the surfactant head groups, reducinginterfacial tension between the aqueous phase and hydrocarbon, andinteracting with the perfume in the core. Hydric solvents can bechameleonic in nature, able to provide miscibility with hydrophobicperfume oil and water external to the microemulsion phase. During use ofthe body cleansing composition, as the composition is diluted, hydricsolvent can be reduced in concentration in a perfume microemulsion corebecause of the abundance of water added during washing and rinsing,providing a further benefit to increase perfume activity coefficient byincreasing perfume molar concentration in the core. Thus, a sufficientamount of particular kinds of hydric solvents can be used to form amicroemulsion phase which can increase perfume activity during use.

Some compositions may be in a lamellar phase prior to dilution duringuse, but can be transformed to a perfume microemulsion during use. Insome cases, the transformation during dilution to a perfumemicroemulsion may be brief, within a restricted dilution range, but suchrange is sufficient to deliver perfume bloom and partitioning into theskin which, once partitioning is effected, it cannot be reversed.Certain microemulsions may be in equilibrium with other phases, such asmicelles or a lamellar phase, either in the composition or duringdilution of the composition during use. There may be advantages for boththe microemulsion and micelle phases to coexist, since micelles mayprovide superior lather and cleaning properties at the same time themicroemulsion may deliver enhanced perfume benefits. Certain analyticalmeasures, such as dynamic light scattering and optical lighttransmission, can be used as guides, when evaluating microemulsionphases. Additionally, perfume analysis in the headspace is directlyrelatable to the perfume solvent environment in a composition or adiluted composition, so that gas chromatography—mass spectrometry (GCMS)headspace measures are an indicator of the perfume environment, i.e.,the microemulsion phase and the perfume relationship to solventmolecules therein. Well established physical laws govern therelationship between concentration of molecules in the headspace, andthe solvent environment of the molecules in solution, e.g., Raoult'sLaw. Likewise, headspace measurements over the skin after washing aresimilarly useful, since perfume partitioning into the skin is enhancedby perfume activity coefficient, as previously discussed.

When the microemulsion phase is present, increased bloom and/or relativebloom can be demonstrated by measuring the relative abundance of perfumein the headspace over the composition or comparative composition usingthe Perfume Headspace Abundance During Dilution Method (PHADD), whichutilizes solid phase microextraction GCMS (SPME-GCMS) to collect andevaluate perfume molecules (PRM) in the headspace over a neatcomposition and through stepwise aqueous dilutions. Results can becompared to a control micelle composition using the same perfume. Wheninventive compositions form a microemulsion phase, headspace perfumeconcentration can more than double compared to control, sometimesproviding a 3-fold or greater headspace perfume concentration comparedto control. See, for example, FIG. 1 which shows an enhancement ofrelative bloom (dilution of 0 on the X-axis) of a control micellarcomposition versus five inventive compositions with varying levels ofhydric solvent (dipropylene glycol). FIG. 1 also shows an enhanced bloom(dilution of 3 on the X-axis) of the inventive compositions versus thecontrol. In addition, evaluation among untrained and undirectedconsumers confirms extraordinary noticeability of the bloom benefit.

Increased perfume retention on the skin after cleansing can bedemonstrated by measuring the relative abundance of perfume in theheadspace over the skin using the Perfumed Skin Headspace AbundanceMethod (PSHAM), which utilizes a collector in a glass dome-shapedchamber over the skin to collect perfume, followed by heat desorptionand evaluation of PRM by GCMS. Relative to control micelle compositionsat the same perfume dose, inventive compositions can provide more thandouble the scent over the skin compared to control, sometimes providinga 3-fold or greater perfume retention on skin compared to control.Evaluation among untrained and undirected consumers confirmedextraordinary noticeability of the skin retention benefit.

Dynamic Light Scattering is a useful means to detect structures in thesize range of microemulsion droplets, and micelles, but the results canbe difficult to interpret when more than one structure may be present,such as micelles and a microemulsion both. A bimodal scatteringintensity distribution may be present in inventive compositions,suggesting micelles having a diameter generally below 10 nm inequilibrium with larger structures, which are generally greater thanabout 20 nm which are the perfume microemulsion droplets.

A microemulsion phase generally has a low viscosity and is a Newtonianfluid. Cleansing fluids with these viscosity characteristics aregenerally useful when dispensed from a package which controls the doseor spreads it onto the target surface, such as a pump foamer or a spray.To fit with current consumer habits during body cleansing, a cleansingcomposition can be in the form of a gel having a structure defined by anelastic modulus, G′, a viscous modulus, G″, a viscosity, and a shearthinning viscosity ratio as measured by the test methods below. Amicroemulsion composition can be concentrated to create a gel, whereinthe gel provides a suitable rheology to easily dispense the compositionfrom a package. The gel may comprise a lamellar phase, and may or maynot have a high concentration of perfume in its headspace prior to beingdiluted, relative to a micelle composition. In some cases, when the gelhas a high perfume concentration in its headspace, it is believed to bein equilibrium with a microemulsion phase, since the gel can evince acharacteristic lamellar x-ray diffraction pattern. In other cases, thegel can have a high perfume concentration in the headspace only afterdilution water is introduced.

The composition may be concentrated in order to create desirablerheology characteristics, i.e., a gel. Some compositions may beconcentrated at least 3-fold relative to conventional body wash, whichgenerally has about 10 wt % surfactant. When the amount of surfactant isgreater than about 15 wt % of the composition, the surfactant can beconsidered to be concentrated and the composition can be considered tobe a concentrate. Generally, a composition having about 20 wt %surfactant can be considered about a 2-fold concentrate, a compositionhaving about 30 wt % surfactant a 3-fold concentrate, and so on.

In certain cases, increasing concentration may be preferable because agel can be created which has both desirable rheology characteristicsuseful for dispensing, in addition to a sufficiency of hydric solvent toform the microemulsion phase either as a component of the gel or duringdilution of the composition. Some hydric solvents can significantlyreduce the viscosity and/or G′ of the gel, therefore concentration canbe a useful means to increase the amount of hydric solvent that can betolerated within a composition.

Additionally, organic solvents are useful to help form a microemulsionphase. Some organic solvents are miscible in water, at least partiallymiscible in perfume oil, and can interact with surfactant polar headgroups to reduce structure and generally reduce viscosity as a result.The microemulsion phase requires very low interfacial tension. Perfumecan be essentially relegated to the core of a water continuousmicroemulsion phase and therefore has a high activity coefficient, whichcan be effected by using a hydric solvent having water, perfume oil, andsurfactant miscibility to reduce interfacial tension.

Water miscibility of hydric solvent can be determined by mixing thesolvent with water and measuring turbidity as an indicator ofsolubility. When mixtures are less than fully transparent, the mixtureis no longer a molecular solution. Hydric solvents that are fullymiscible with water at ambient temperature and shower temperature tendto work well in helping with microemulsion formation. Aspectrophotometer can be used to measure miscibility by optical clarity,by measuring % light transmission at a visible wavelength of light suchas 640 nm Hydric solvent is added in increasing amounts to water,measuring optical clarity. When all mixtures are optically transparent,the solvent is fully water miscible. If some mixtures are less thantransparent, the concentration of hydric solvent at the onset ofturbidity is its aqueous solubility.

Perfume miscibility of a hydric solvent can be determined by mixing thesolvent with a representative perfume or perfume molecule and measuringoptical clarity. When the perfume-solvent mixture is less than fullytransparent the mixture is no longer a molecular solution. Hydricsolvent is added until past the point of optical clarity, using aspectrophotometer to measure % Transmission for the mixture at anoptical wavelength. Perfume miscibility is defined as the highestpercentage of hydric solvent that can be added to a perfume, based onthe weight of the two, which remains optically clear, i.e., generallyabout 100% T at 640 nm (minus a small amount of absorbance, but notscattering). Exemplary hydric solvents are at least about 10%, 15%, 20%,or 40 wt % miscible in the target perfume based on total weight of theperfume-solvent mixture. When solvent is miscible with both perfume andwater, surface tension between the water and perfume phases in acomposition can be lower, which creates optimal conditions for theformation of a microemulsion. When miscibility with both water andperfume is even higher, i.e., as high as 100%, solvent located in amicroemulsion core with perfume can rapidly migrate to the aqueous phaseduring product use. The abundance of additional water during cleansingthus can reduce solvent in the microemulsion perfume core, reducing itsaction as a perfume solvent. This increases the thermodynamic activitycoefficient of the perfume allowing it to both bloom in the shower andpartition into the skin to provide superior scent longevity.

Perfume miscibility of a hydric solvent can vary by perfume since eachperfume has unique chemical components. Perfume miscibility can bemeasured for a particular solvent in a specific perfume, such as thetable below demonstrates for the perfume having the components listedbelow and used in the first series of composition examples furtherbelow.

A perfume, perfume X, was used having these below in addition to othercomponents, the components below were identified from the spectra, areacounted and summed per the PHADD method disclosed herein. PRM (KI):Alpha pinene (940), camphene (955), myrcene (990), para-cymene (1028),d-limonene (1034), eucalyptol (1037), dihydromyrcenol (1071), alphaterpinene (1022), linalool (1107), camphor (1154), methyphenylcarbinylacetate (1193), florol major 2 (1197), allyl amyl glycolate major(1234), linalyl acetate (1254), coranol (1275),1H-Indene,2,3-dihydro-1,1,2,3,3-pentamethyl (1325), neryl acetate(1364), cyclemax (1427), coumarin (1449), gamma methyl ionone (1491),butylated hydroxyl toluene (1519), cashmeran (1517),methyldihydrojasmonate (1663), cis-hexenyl salicylate (1680), Iso-ESuper Major (1686), Helvetolide major (1727), ambroxan major 2 (1791),galaxolide (1874).

Perfume X miscibility (% of solvent added) dipropylene glycol  100%hexylene glycol  100% *PEG 300  57% propylene glycol 38.5%1,3-butanediol 33.0% 1,6-hexanediol 25.1% glycerine  3.2% *Dow ChemicalsCarbowax Sentry PEG 300 average molecular weight

Surfactant miscibility of a hydric solvent can also be important toability of the microemulsion to form. Preferred hydric solvents can forman optically transparent mixture when 45 parts surfactant are mixed with30 parts hydric solvent and 25 parts water, which mixture can absorb anadditional 30 parts of perfume oil while remaining optically clear.

When a hydric solvent meets these aforementioned criteria, generally atransparent microemulsion can be formed in the presence of perfume andsurfactant with the solvent such that the composition can absorb atleast 0.5 parts of perfume oil:surfactant while retaining opticalclarity. Generally, a micelle is only capable of absorbing about 25%perfume oil by weight of the surfactant. Whereas microemulsioncompositions can absorb about 50% or 75% or 100% or more, of the weightof the surfactant, in perfume oil while retaining optical clarity (seeFIG. 2, the triangle (microemulsion containing composition) versus thediamond (micellar body wash)). In some cases, it may take a day or morefor the microemulsion to spontaneously form at ambient temperature, toestablish the equilibrium phase behavior.

One class of a hydric solvent that is miscible with water and manyperfumes is glycol. Glycols may have a mixture of isomers. One exemplaryglycol class is diols where the alcohol groups are separated by no morethan 2 carbons on average. Suitable glycols can include, for example,dipropylene glycol, diethylene glycol, dibutylene glycol, propyleneglycol, butylene glycol, pentylene glycol, heptylene glycol, hexyleneglycol, polyethylene glycol having a weight average molecular weightbelow about 500, or combinations thereof. Glycols can include purematerials and mixtures of isomers. For example, hexylene glycol includes1,6-hexane diol; 1,4-hexane diol; or methyl pentanediol structureshaving 2 alcohol groups, etc.

Hydric solvents can modify the rheological properties of thecomposition, particularly reducing the viscosity. It was previouslydiscussed that concentrating a composition into a gel is one way tocombat low viscosity to improve dispensing and spreadingcharacteristics. These types of compositions often exhibit a classicx-ray diffraction pattern of a lamellar phase. However, when the levelof hydric solvent is greater than about 40%, by weight of thesurfactant, it can be difficult to form a structured gel and thus thecomposition can have a much lower viscosity and is difficult to dispensefrom conventional body wash packages. When compositions with anexemplary rheology profile are desired, an intermediate level of hydricsolvent can be used to deliver both exemplary rheology and perfumedelivery properties. Thus, the hydric solvent can be from about 15% toabout 40%, from about 17% to about 35%, from about 20% to about 30%,expressed as a weight percent of the surfactant.

Perfume is a benefit agent. Perfume benefits can be realized atdifferent time points for cleansing compositions. Perfume in the packageheadspace can be important to select a product at the time of purchase.Perfume scent during cleansing, upon introduction of modest amounts ofwater, such as for example about 3 parts of water per part composition(i.e., a 3:1 dilution ratio), provides a benefit during skin cleansing.During skin cleansing, some perfume can partition into the outer layersof the skin or hair, which can provide a scented skin or hair benefitfor a period of time after cleansing, called scent longevity. Agoverning property for both scent bloom and longevity is the activitycoefficient of the perfume molecules, which is a thermodynamic term.Perfume molecules exhibit their maximum vapor pressure only when theyare pure. Diluted perfume molecules, whether diluted by surfactant in amicelle, organic solvent, water, etc., exhibit less than their purevapor pressure. The amount of perfume in a headspace over a composition,diluted composition, or over the skin or hair can be measuredanalytically, as described in the methods section below. Benefits ininitial fragrance intensity, bloom, or longevity can be demonstrated bycomparing performance of the compositions before, during, and, or aftera skin or hair cleansing event, compared to conventional body wash orshampoo compositions.

In addition to being a benefit agent, perfume is an oil and thereforecan be a direct contributor to formation of phases responsible for itsactivity coefficient (as noted above), and therefore to scent bloom andlongevity benefits. As discussed above, perfume oil can generally beadded into micelle surfactant mixtures only to about 0.25 weightfraction of the surfactant before it phase separates, whereas dilutedcleansing compositions described herein can hold at least 0.5 partsperfume:surfactant, or even 0.75 parts perfume:surfactant, or even more,while remaining transparent, including water diluted compositions. Theability to hold large amounts of perfume in this manner while remainingtransparent, isotropic and low viscosity is an indication the dilutedcomposition is a microemulsion phase and is suitable for enhancedperfume benefits.

Perfume can be a carrier for non-scented, hydrophobic additives.Additives which are at least 5 wt %, or at least 10 wt %, or at least 20wt % miscible with perfume may be employed to increase delivery of theadditives to the skin or hair. Any additive which provides a benefit tothe skin or hair or the skin environment (e.g., the skin microbiome) maybe employed. The additive may provide a direct or indirect benefit, suchas antibacterial, antihyperproliferative, anti-inflammatory, chelation,pH regulation, antifungal, antiviral, control of disorders such as acne,atopic dermatitis, eczema, dermatitis, dandruff, antiaging, antiwrinkle,age spot reduction, sunscreen, hydration, moisturization, or any otherskin benefit. An advantage of the present compositions is enhancedadditive delivery to the skin or hair during cleansing. A furtherbenefit is reduction in activity coefficient of the additive by dilutionwith perfume is transient due to subsequent evaporation of the perfumeon the skin, which increases the thermodynamic activity of the additiveafter its delivery to the skin.

In addition, some compositions may form microemulsions but performpoorly for lathering and hence cleaning, which are important featuresfor consumers. Compositions which effectively deliver perfume asdescribed above, can also have consumer acceptable lather properties.Lather can be measured in accordance with the Cylinder Method describedbelow. Compositions may have a lather volume of about 300 mL, about 400mL, about 500 mL, about 600 mL, about 700 mL, or more. Compositions mayhave a lather density of about 0.03 g/cc, about 0.04 g/cc, about 0.05g/cc, 0.055 g/cc, 0.06 g/cc, 0.065 g/cc, or more. Compositions may havea lather mass of about 20 g, about 25 g, about 30 g, about 35 g, about40 g, about 45 g, or more.

In accordance with the above, a cleansing composition comprises asurfactant, a hydric solvent, perfume, and water. Additionally, optionalingredients may also be included as noted herein, for example,preservatives, thickeners, hydrophobic oils, pH modifiers, additives,soap, etc. The cleansing composition is not in the form of a ringinggel. The cleansing composition can be in the form of a microemulsion ormay contain a microemulsion phase. At least a portion of the cleansingcomposition may become a microemulsion upon dilution with water of about2:1 or 3:1 by weight (water:composition) to about 10:1 by weight(water:composition).

A. Surfactant

A rinse-off cleansing composition includes surfactant. Surfactants canprovide a cleaning benefit, lather properties, and rheology propertiesto the compositions. The surfactant may be a single surfactant or acombination of multiple surfactants. In addition, a surfactant may bebranched, linear, or a combination thereof. A composition may comprisefrom about 35% to about 85%, from about 35% to about 80%, from about 35%to about 70%, from about 35% to about 60%, or from about 40% to about50%, by weight of the composition, of total surfactant. The previousweight percentages of surfactant in the composition include primarysurfactant and any cosurfactant.

The surfactant may be anionic, zwitterionic, amphoteric, nonionic, or acombination thereof. The surfactant may include a first surfactant and acosurfactant. The rinse-off cleansing composition may include a firstsurfactant at a level of from about 16% to about 85%, from about 25% toabout 60%, from about 35% to about 45%, from about 25% to about 45%, orfrom about 30% to about 40%, by weight of the composition. The firstsurfactant can be, for example, anionic.

The anionic surfactant can be linear or branched. The anionic surfactantmay contain any counterion such as sodium, potassium, ammonium,triethanolamine, etc. The hydrocarbon chain can be an olefin or bebranched or linear or cyclic, such as alkyl benzenes, and generally hasbetween 10 and 20 carbons or 12 to 16 carbons. The anionic surfactantcan comprise ethylene oxide groups, such as one EO, or two EO, or threeEO, e.g., and can be a sulfate, sulfonate or carboxylate, includingacidic sulfonates such as sulfosuccinates. Some exemplary anionicsurfactants include a sulfate, an alkyl ether sulfate, an alkyl ethersulfate with about 0.5 to about 5 ethoxylate groups, sodium trideceth-2sulfate, or a combination thereof.

Suitable anionic surfactants can include, for example, sodium tridecethsulfate and sodium laureth sulfate. These materials can have varyinglevels of ethoxylation. Thus, the levels of ethoxylation are representedby an (n), for example, sodium trideceth-n sulfate. n can range fromabout 0.5 to about 5. Some exemplary anionic surfactants are sodiumtrideceth-2 sulfate, sodium trideceth-3 sulfate, sodium laureth-1sulfate, sodium laureth-2 sulfate, sodium laureth-3 sulfate, orcombinations thereof. The anionic surfactant can be a branchedsurfactant comprising sodium trideceth-2 sulfate, sodium trideceth-3sulfate, or a combination thereof. In one example, the cleansingcomposition comprises from about 35% to about 45%, by weight of thecomposition, of sodium trideceth-2 sulfate.

The rinse-off cleansing composition may include from about 1% to about20%, from about 2% to about 10%, from about 5% to about 10%, or fromabout 5% to about 8%, by weight of the composition, of a cosurfactant.The cosurfactant may be, for example, zwitterionic surfactant,amphoteric surfactant, nonionic surfactant, or a combination thereof.Suitable amphoteric or zwitterionic surfactants can include thosedescribed in U.S. Pat. Nos. 5,104,646 and 5,106,609.

Additional amphoteric detersive surfactants suitable for use in therinse-off cleansing compositions can include those surfactants broadlydescribed as derivatives of aliphatic secondary and tertiary amines inwhich an aliphatic radical can be straight or branched chain and whereinan aliphatic substituent can contain from about 8 to about 18 carbonatoms such that one carbon atom can contain an anionic watersolubilizing group, e.g., carboxy, sulfonate, sulfate, phosphate, orphosphonate. Examples of compounds falling within this definition can besodium 3-dodecyl-aminopropionate, sodium 3-dodecylaminopropanesulfonate, sodium lauryl sarcosinate, N-alkyltaurines such as the oneprepared by reacting dodecylamine with sodium isethionate according tothe teaching of U.S. Pat. No. 2,658,072, N-higher alkyl aspartic acidssuch as those produced according to the teaching of U.S. Pat. No.2,438,091, and products described in U.S. Pat. No. 2,528,378. Otherexamples of amphoteric surfactants can include sodium lauroamphoacetate,sodium cocoamphoacetate, disodium lauroamphoacetate disodiumcocodiamphoacetate, and mixtures thereof. Amphoacetates anddiamphoacetates can also be used.

Zwitterionic surfactants suitable for use in the rinse-off cleansingcompositions are well known in the art, and include those surfactantsbroadly described as derivatives of aliphatic quaternary ammonium,phosphonium, and sulfonium compounds, in which aliphatic radicals can bestraight or branched chains, and wherein an aliphatic substituent cancontain from about 8 to about 18 carbon atoms such that one carbon atomcan contain an anionic group, e.g., carboxy, sulfonate, sulfate,phosphate, or phosphonate. Other zwitterionic surfactants can include abetaine, like an alkyl betaine or an alkyl amidopropyl betaine, likecocamidopropyl betaine. The composition may comprise a betaine, an alkylamidopropyl betaine, a cocamidopropyl betaine, or a combination thereof.

Nonionic surfactants suitable for use can include those selected fromthe group consisting of alkyl ethoxylates, alkyl glucosides,polyglucosides (e.g., alkyl polyglucosides, decyl polyglucosides),polyhydroxy fatty acid amides, alkoxylated fatty acid esters, sucroseesters, amine oxides, or mixtures thereof. Some exemplary nonionicsurfactants can include cocamide monoethanolamine, decyl glucoside, or acombination thereof.

B. Perfume

A rinse-off cleansing composition includes a perfume. A composition maycomprise from about 4% to about 25%, from about 4% to about 30%, fromabout 5% to about 20%, from about 6% to about 15%, from about 6% toabout 30%, from about 7% to about 25%, from about 8% to about 20%, fromabout 8% to about 15%, or from about 4% to about 15%, by weight of thecomposition, of perfume.

Perfume may include solvents such as triethyl citrate, isopropylmyristate, dipropylene glycol, or others, to help, for example, with themiscibility of the perfume molecules with each other or to reduce cost.Generally these perfume solvents provide minimal or negligible effectson surfactant compositions as a whole due to the low amount of perfumein the total composition and the amount of solvent in a perfume can beignored. However, when solvent in the perfume accounts for more thanabout 5 wt % of the total hydric solvent in the cleansing composition,it should be accounted for. For example, when a perfume containing 10%hydric solvent is added to a cleansing composition at a level of 10 wt.% and the composition has 10 wt. % of added hydric solvent, the 1 wt. %of hydric solvent from the perfume accounts for a 9% increase in hydricsolvent in the cleansing composition (1/11). Since this is more than a5% change in the hydric solvent in the composition, it can be important.In this case, hydric solvent from the perfume is added (mathematically)to the hydric solvent from other sources added to the composition; andperfume is considered to comprise only the scented molecules and not thesolvent, which is subtracted from the wt % perfume in the composition.

In addition, the weight ratio of perfume to surfactant can impact theability of the composition to provide an enhanced fragrance benefit.Without being limited by theory, it is believed at least some of theperfume benefits, like bloom and residual scent are derived from anabundance of perfume on the basis of its relation to the surfactant dueat least in part to the interaction of the perfume with surfactant asthe composition is diluted. Perfume is soluble in surfactant micellesonly to about 25% by weight of the surfactant. Above this level, thecomposition can become unstable unless steps are taken to form a phaseto accept the abundance of perfume. However, forming those phases forstability of the perfume circles the composition back to where theperfume is bound within the composition and difficult to release. Assuch, a rinse-off cleansing composition comprises from about 2%, 4%, 5%,8%, 10% 12%, 15%, 20%, 25%, 30% 35%, 40%, 50%, 70%, to about 15%, 30%,40%, 50%, 60%, 70%, 90%, by weight of the surfactant, of perfume.

Perfumes generally contain a broad range of perfume molecules (PRM)having diverse properties. It is an oversimplification to suggest all ofthe perfume is in a particular location, like in the core of amicroemulsion. The real picture is more complex, with perfume moleculesin dynamic equilibrium and structures such as micelles andmicroemulsions can be percolating. Further, some perfume molecules mayfavor being among surfactant tails or even in the aqueous phase insteadof the microemulsion core. In short, all perfume molecules within aperfume mixture do not behave identically. Certain generalizations areuseful to explain observed behaviors without inferring that allmolecules in a perfume behave identically. For our purposes, a broadarray of perfume molecules in a perfume mixture is analyzed by averagingor summing their performance.

Certain perfume features may also impact perfume benefits, such as theproportion of perfume molecules within a volatility or molecular weightrange. In general, Kovats Index (KI) is a useful parameter todifferentiate perfume molecules. Perfume molecules having KI less than1100 can be considered high blooming molecules; those having KI greaterthan 1400 can be considered high skin partitioning molecules; and thosebetween (KI of 1100-1400) can be considered middle perfume notes whichgenerally favor neither bloom nor skin partitioning, but contribute tosome extent in both.

Perfume can be tailored to enhance features of the compositions. Forexample, while the compositions, including diluted compositions duringuse, can have a high activity coefficient, perfume molecules mayselectively evaporate to enhance bloom or partition into the skindepending on their individual vapor pressure. It has surprisingly beendiscovered that the weight percentage of middle notes can impact thefragrance expression of the composition for the initial scent, for bloomand delivery on the skin. Particularly, better expression of the perfumeis accomplished when the weight percentage of middle notes isrestricted. For example, the composition may comprise a perfume, whereinthe weight percentage of the perfume components having a Kovats Index ofabout 1100 to about 1700 comprises from about 0% to about 70%, fromabout 5% to about 50%, from about 5% to about 30%, or from about 5% toabout 20%, by weight of the perfume.

In addition, it has also been discovered that the weight percentages ofthe perfume raw materials in a perfume composition can provide a strongrheological effect on the rinse-off cleansing composition. The wt %proportion of low, mid and high KI materials in the perfume impacts theelastic and viscous modulus of the composition as well as the viscosity.In general having a greater proportion of low KI materials results in areduction in G′ and G″ and a lower tan delta (ratio of G″/G′). Thefollowing models of G′ and G″ were developed based on samples containingvarious proportions of low, mid and high KI materials and is ademonstration of the impact of KI on rheological properties for anexemplary concentrated body wash composition. G′=637.5−(1.118*wt % ofLow KI Materials in a perfume)+(2.879*wt % proportion of Mid KIMaterials in a perfume) and G″=7.510+(0.4056*wt % of Mid KI Materials ina perfume)+(0.6140*wt % of High KI materials in a perfume).

C. Solvent

A rinse-off cleansing composition includes a solvent. A rinse-offcleansing composition may comprise from about 6% to about 20%, fromabout 7% to about 18%, from about 8% to about 16%, from about 9% toabout 15%, or from about 10% to about 14%, by weight of the composition,of the solvent.

The solvent can be a hydric solvent. Examples of acceptable hydricsolvents include dipropylene glycol (a glycol ether), diethylene glycol,dibutylene glycol, hexylene glycol, butylene glycol, pentylene glycol,heptylene glycol, propylene glycol, a polyethylene glycol having aweight average molecular weight below about 500, or a combinationthereof. One example of a polyethylene glycol is PEG 300. Isomers areincluded in the generally descriptive solvents listed, for example,butylene glycol is meant to included 1,2-butanediol and 1,3-butanedioland 1,4-butanediol. When solvents are solid in the pure form (e.g.,1,6-hexanediol), they can be melted during the making process and areeffective hydric solvents. The composition comprises at least 5%, 6%,8%, 10%, or 12%, to about 20%, 25%, 30%, 35%, or 40%, by weight of thecomposition, of hydric solvent.

In addition, a cleansing composition may comprise from about 7%, 10%,12%, 14%, 17%, 20%, 25%, 30%, 40%, 50%, or 60%, to about 40%, 50%, or60%, or any combination thereof, by weight of the surfactant, of hydricsolvent. For example, one exemplary cleansing composition will have 6%,by weight of the composition, of hydric solvent, and 44.5%, by weight ofthe composition, of surfactant. Hydric solvent levels can be expressedas a percent of the surfactant because the solvent molecules can engagewith the surfactant molecules.

An intermediate level of hydric solvent can be used to deliver both acombination of exemplary rheology and perfume delivery properties. Thus,the hydric solvent can be from about 15% to about 40%, from about 17% toabout 35%, from about 20% to about 30%, expressed as a weight percent ofthe surfactant.

A solvent may also comprise a non-hydric solvent. Examples of non-hydricsolvents include propylene carbonate, butanol, pentanol, hexanol,propylene glycol ethers, butyl butanoate, propyl propanoate, isopropylpropanoate, or a combination thereof. One example of a propylene glycolether is propylene glycol monomethylether. The non-hydric solvent maycomprise less than about 25%, 20%, 15%, 10% or 5% by weight of thesolvent.

D. Water

A rinse-off cleansing composition includes water. Water may come in withother components or may be added as free water. A rinse-off cleansingcomposition may comprise from about 2% to about 57%, from about 5% toabout 55%, from about 10% to about 50%, from about 15% to about 50%, orfrom about 25% to about 45%, by weight of the composition, of water.

In addition, the total weight percent of water and solvent can beimportant in the composition since this defines the amount of solventphase in which the microemulsion or surfactant structures aredistributed. The total amount of solvent phase (approximately, theadditive inverse generally of the surfactant level) is a key driver ofsurfactant phases due to proximity of surfactants. Thus, the compositionmay comprise from about 8% to about 75%, from about 15% to about 70%,from about 25% to about 65%, from about 30% to about 61%, by weight ofthe composition, of the combination of water and solvent.

E. Rheology—Viscoelasticity and Viscosity

The rheological properties of rinse-off cleansing compositions can becharacterized by viscoelastic parameters and a viscosity. The rheologyof a composition can be defined by its G′ and G″ values, relating to thecomposition's structure. G′ and G″ are measured in accordance with therheological properties method discussed herein. G′ and G″ describe acleansing compositions elastic and viscous response to applied stress,characterizing how the material acts when dispensed from a bottle,sitting on the consumers implement or hand, and how a product spreads onapplication. It also impacts a consumer's perception of the product, forinstance products with low G′ values flow too readily in use and areassociated in consumer perception and can be perceived as dilute.Conversely products with a high G′ are associated in consumer perceptionwith concentrated personal cleansing products. The cleansing compositionmay have a G′ at about 1 Hz of about 25 Pa to about 3000 Pa; from about50 Pa to about 2500 Pa, from about 100 Pa to about 1500 Pa, or fromabout 150 Pa to about 1000 Pa. The cleansing composition may have a G″at about 1 Hz of about 20 Pa to about 250 Pa; from about 35 Pa to about200 Pa, from about 40 Pa to about 150 Pa, or from about 50 Pa to about100 Pa.

In addition, the cleansing composition should have a viscositysufficient to allow it to be dispensed from a package onto an implementor directly onto the skin. The viscosity of a rinse-off cleansingcomposition is measured in accordance with the rheological propertiesmethod discussed herein. The cleansing composition may have a viscosityat about 0.10 l/sec of about 10 PaS to about 1200 PaS; from about 20 PaSto about 1000 PaS, from about 30 PaS to about 500 PaS, or from about 40PaS to about 300 PaS. The cleansing composition may have a viscosity atabout 10 l/sec of about 1 PaS to about 30 PaS; from about 1 PaS to about20 PaS, from about 1 PaS to about 15 PaS, or from about 1 PaS to about10 PaS.

Compositions can also be highly shear thinning, having a viscosity ratioof less than about 0.20, or 0.10, or even less than 0.05, which is theratio of the viscosity at 10 l/sec divided by the viscosity at 0.10l/sec.

F. Preservatives

Liquid cleansing compositions often have a high water activity (i.e.about 0.95 or more). Water activity describes the availability of waterwithin a composition to support various chemical and biologicalprocesses requiring water. Compositions with high water activity canallow growth of microorganisms and therefore generally utilizepreservatives. For example, bacteria can grow at a water activity ofabout 0.90 or above and fungus can grow at a water activity of about0.70 or above. Below these water activities, microorganisms generallydehydrate and die.

The rinse-off cleansing compositions as noted herein can have a lowwater activity, less than about 0.90. This low water activity allows thecompositions to naturally resist the growth of microorganisms and thusutilize minimal or even no, preservative. In addition, the use of highlevels (5 wt. % or more) of glycols, like dipropylene glycol, can alsohelp to prevent the growth of microorganisms and further support acomposition which needs minimal or even no, preservative.

G. Hydrophobic Oils

The rinse-off cleansing composition may comprise a hydrophobic oil.Hydrophobic oil can help form a microemulsion phase due to lowsolubility in the palisade layer of micelles, to further enhance bloomand deposition on skin. The rinse-off cleansing composition may comprisefrom about 0% to about 25%, from about 2% to about 20%, or from about 3%to about 15% by weight of the composition, of a hydrophobic oil.Exemplary hydrophobic oils can include, for example, isopropylmyristate, isostearyl isostearate, behenyl behenate, triglycerides suchas soybean oil, hydrocarbon such as mineral oil, or combinationsthereof.

H. Additives

The rinse-off cleansing composition may comprise an additive. Additivesare materials that are at least partially soluble in the perfume. It isbelieved that additives which are at least partially soluble in theperfume will also see a deposition benefit. Additives which are at least5 wt %, or at least 10 wt %, or at least 20 wt % miscible with perfumemay be employed to increase delivery of the additives to the skin orhair. Some examples of classes of material that can be soluble in theperfume are skin actives, vitamins, antibacterials, antifungals,chelants, or combinations thereof.

Examples of skin actives which can be included are sunscreens; anti-acnemedicaments; antioxidants; skin soothing agents, skin healing agents;essential oils, skin sensates, anti-wrinkle medicaments, or mixturesthereof. Some examples of skin soothing agents can include, for example,aloe vera, allantoin, bisabolol, dipotassium glycyrrhizinate, orcombinations thereof.

Examples of vitamins which can be included are Vitamin A (e.g., betacarotene, retinoic acid, retinol, retinoids, retinyl palmitate, retinylproprionate, etc.), Vitamin B (e.g., niacin, niacinamide, riboflavin,pantothenic acid, etc.), Vitamin C (e.g., ascorbic acid, etc.), VitaminD (e.g., ergosterol, ergocalciferol, cholecalciferol, etc.), Vitamin E(e.g., tocopherol acetate, tocopherol nicotinate, etc.), Vitamin K(e.g., phytonadione, menadione, phthiocol, etc.), or combinationsthereof.

Examples of antibacterials and/or antifungals which can be included areglycolic acid, lactic acid, phytic acid, N-acetyl-L-cysteine,phenoxyethanol, phenoxypropanol, phenoxyisopropanol, zinc pyrithione,octopirox (piroctone olamine), climbazole, ketoconazole, thymol,terpineol, essential oils, or combinations thereof.

Examples of chelants which can be included are 2-aminoethyl phosphoricacid (AEP), N-phosphonomethyl aminodiacetic acid (PMIDA),1-hydroxyethane-1,1-diphosphonic acid (HEDP), amino tris(methylenephosphonic acid) (ATMP), ethylenediamine tetra(methylene phosphonicacid) (EDTMP), diethylenetriamine penta(methylene phosphonic acid)(DTPMP), phytic acid, nitrilotrimethylene phosphonic acid (NIP),2-hydroxypyridine oxide (HPNO), or combinations thereof.

The rinse-off cleansing composition may comprise from about 1% to about20%, from about 2% to about 10%, or from about 3% to about 8%, by weightof the composition, of an additive.

I. Thickeners

The rinse-off cleansing composition may comprise from about 0.1% toabout 4% by weight of the composition of a thickener. Preferredthickeners are hydrophilic such as cellulose derivatives,hydrophobically modified celluloses, starches and starch derivatives,polyacrylates including hydrophobically modified polyacrylates andpolyacrylamides, bacterial polymers such as xanthan gum, tree and plantgums such as guar, insoluble thickeners such as cellulose.

J. Soap

Rinse-off cleansing compositions as described herein may also comprisesoap.

K. Packaging

Compositions can be dispensed from a squeezable package with an orifice,such as a conventional body wash or shampoo package. The package can bea compact package, i.e., contain less than about 250 ml, or 200 ml, or150 ml of volume to signal the contents are concentrated. The shearthinning compositions can be dispensed from a package with a slit valveorifice or other flexible orifice, which is generally cut from asilicone elastomeric material and inserted into an orifice housing. Whenthe composition has a low viscosity, less than about 0.25 PaS at 10l/sec, it can be dispensed from a foaming package such as a pump foamer.Compositions can also be dispensed from liquid pump packages.

L. Methods

In addition to the compositional elements and parameters noted above, itis believed there are also some inventive benefits and/or uses to thecompositions which are set out as methods below. For the sake ofbrevity, all of the compositional elements and parameters noted aboveare not repeated herein, but can be used within the methods whererelevant.

A method of enhancing fragrance of a rinse-off cleansing compositionbefore use, comprising, combining: a) from about 35% to about 85%, byweight of the composition, of surfactant; b) from about 4% to about 30%,by weight of the composition, of a perfume, wherein the weight percentof perfume is from about 8% to about 90%, by weight of the surfactant;c) from about 6% to about 20%, by weight of the composition, of asolvent, wherein at least 5% of the solvent, by weight of thecomposition, comprises a hydric solvent and wherein the weight percentof the hydric solvent is from about 7% to about 60%, by weight of thesurfactant; and d) from about 2% to about 57%, by weight of thecomposition, of water; wherein the rinse-off cleansing composition has aG′ at 1 Hz of about 25 Pa to about 3000 Pa, and wherein the compositionhas a total GCMS count higher than that of a control where the solventis replaced with water, when the total GCMS count is measured inaccordance with the PHADD method at zero dilution. The composition mayhave a GCMS total count of about 10% more than the control, 15%, 20%,25%, 50%, 75%, 100%, 150%, 200%, 250%, or even 300% more than thecontrol.

A method of enhancing in-vitro bloom of a rinse-off composition,comprising, combining: a) from about 35% to about 85%, by weight of thecomposition, of surfactant; b) from about 4% to about 30%, by weight ofthe composition, of a perfume, wherein the weight percent of perfume isfrom about 12% to about 40%, by weight of the surfactant; c) from about6% to about 20%, by weight of the composition, of a hydric solvent andwherein the weight percent of the hydric solvent is from about 16% toabout 24%, by weight of the surfactant; and d) from about 2% to about57%, by weight of the composition, of water; wherein the rinse-offcleansing composition has a G′ at 1 Hz of about 25 Pa to about 3000 Paand wherein the composition has a total GCMS peak area at the 3:1dilution point which is at least 1.5 times greater than the GCMS peakarea of the composition prior to dilution when measured in accordancewith the PHADD method. The composition may have a GCMS peak area ofabout 1.75 times more than the composition prior to dilution, 2 times,2.25 times, 2.5 times, 3 times, or even 4 times or more, more than thecomposition prior to dilution.

A method of enhancing fragrance of a rinse-off cleansing composition onskin or hair, comprising, combining: a) from about 35% to about 85%, byweight of the composition, of surfactant; b) from about 4% to about 30%,by weight of the composition, of a perfume, wherein the weight percentof perfume is from about 8% to about 90%, by weight of the surfactant;c) from about 6% to about 20%, by weight of the composition, of asolvent, wherein at least 5% of the solvent, by weight of thecomposition, comprises a hydric solvent and wherein the weight percentof the hydric solvent is from about 7% to about 60%, by weight of thesurfactant; and d) from about 2% to about 57%, by weight of thecomposition, of water; wherein the rinse-off cleansing composition has aG′ at 1 Hz of about 25 Pa to about 3000 Pa, and wherein the compositionhas a total GCMS count higher than that of a control where the solventis replaced with water when the total GCMS count is measured inaccordance with the PSHAM method. The composition may have a GCMS totalcount of about 10% more than the control, 15%, 20%, 25%, 50%, 75%, 100%,150%, 200%, 250%, or even 300% more than the control.

A method of enhancing fragrance longevity of a rinse-off cleansingcomposition on skin or hair, comprising, combining: a) from about 35% toabout 85%, by weight of the composition, of surfactant; b) from about 4%to about 30%, by weight of the composition, of a perfume, wherein theweight percent of perfume is from about 8% to about 90%, by weight ofthe surfactant; c) from about 6% to about 20%, by weight of thecomposition, of a solvent, wherein at least 5% of the solvent, by weightof the composition, comprises a hydric solvent and wherein the weightpercent of the hydric solvent is from about 7% to about 60%, by weightof the surfactant; and d) from about 2% to about 57%, by weight of thecomposition, of water; wherein the rinse-off cleansing composition has aG′ at 1 Hz of about 25 Pa to about 3000 Pa, and wherein the compositionhas a total GCMS count higher than that of a control where the solventis replaced with water when the total GCMS count is measured inaccordance with the PSHAM method at 1 hour after the initialapplication. The PSHAM method may also be evaluated at other timepoints, for example, 2 hours, 3 hours, 3.5 hours, 4 hours, etc. afterthe initial application. The composition may have a GCMS total count ofabout 10% more than the control, 15%, 20%, 25%, 50%, 75%, 100%, 150%,200%, 250%, or even 300% more than the control.

M. Exemplary Combinations

Exemplary combinations of personal care compositions and/or methods arelisted below.

A. An example of a rinse-off cleansing composition, can comprise: a)from about 35% to about 85%, by weight of the composition, ofsurfactant; b) from about 4% to about 30%, by weight of the composition,of a perfume, wherein the weight percent of perfume is from about 8% toabout 90%, by weight of the surfactant; c) from about 6% to about 20%,by weight of the composition, of a solvent, wherein at least 5% of thesolvent, by weight of the composition, comprises a hydric solvent andwherein the weight percent of the hydric solvent is from about 7% toabout 60%, by weight of the surfactant; and d) from about 2% to about57%, by weight of the composition, of water; wherein the rinse-offcleansing composition has a G′ at about 1 Hz of about 25 Pa to about3000 Pa.

B. The rinse-off cleansing composition of paragraph B may comprise fromabout 35% to about 80%, from about 35% to about 70%, from about 35% toabout 60%, from about 35% to about 45%, by weight of the composition, ofsurfactant.

C. The preceding rinse-off cleansing composition of paragraphs A and B,wherein the surfactant comprises from about 35% to about 80%, from about35% to about 70%, from about 35% to about 60%, from about 40% to about50%, by weight of the composition, of a first surfactant.

D. The rinse-off cleansing composition of paragraph C, wherein the firstsurfactant comprises an anionic surfactant.

E. The rinse-off cleansing composition of paragraph D, wherein theanionic surfactant comprises a sulfate, an alkyl ether sulfate, an alkylether sulfate with about 0.5 to about 5 ethoxylate groups, or sodiumtrideceth-2 sulfate.

F. The rinse-off cleansing composition of paragraphs A-E, wherein thesurfactant comprises sodium trideceth-2 sulfate, sodium trideceth-3sulfate, sodium laureth-1 sulfate, sodium laureth-2 sulfate, sodiumlaureth-3 sulfate, or combinations thereof.

G. The rinse-off cleansing composition of paragraphs A-F, wherein thesurfactant further comprises from about 1% to about 20%, from about 2%to about 10%, or from about 5% to about 8%, by weight of thecomposition, of a cosurfactant.

H. The rinse-off cleansing composition of paragraph G, wherein thecosurfactant comprises a zwitterionic surfactant, an amphotericsurfactant, a nonionic surfactant, or a combination thereof.

I. The rinse-off cleansing composition of the paragraphs G and H,wherein the cosurfactant comprises a betaine, an alkyl amidopropylbetaine, or cocamidopropyl betaine.

J. The rinse-off cleansing composition of paragraphs A-I, wherein thecomposition comprises from about 6% to about 30%, from about 7% to about25%, from about 8% to about 20%, or from about 8% to about 15%, byweight of the composition, of the perfume.

K. The rinse-off cleansing composition of paragraphs A-J, wherein theperfume has from about 0% to about 70%, from about 5% to about 50%, fromabout 5% to about 30%, or from about 5% to about 20%, by weight of theperfume, of perfume raw materials with a Kovats Index from about 1100 toabout 1700.

L. The rinse-off cleansing composition of paragraphs A-K, wherein thecomposition has from about 7% to about 18%, from about 8% to about 16%,from about 9% to about 15%, or from about 10% to about 14%, by weight ofthe composition, of the solvent.

M. The rinse-off cleansing composition of paragraphs A-L, wherein thehydric solvent comprises dipropylene glycol, diethylene glycol,dibutylene glycol, hexylene glycol, butylene glycol, pentylene glycol,heptylene glycol, propylene glycol, a polyethylene glycol having aweight average molecular weight below about 500, or a combinationthereof.

N. The rinse-off cleansing composition of paragraphs A-M, wherein thecomposition comprises from about 5% to about 55%, from about 10% toabout 50%, from about 15% to about 50%, or from about 25% to about 45%,by weight of the composition, of water.

O. The rinse-off cleansing composition of paragraphs A-N, wherein thecomposition comprises from about 8% to about 75%, from about 15% toabout 70%, from about 25% to about 65%, or from about 30% to about 61%,by weight of the composition, of the combination of water and solvent.

P. The rinse-off cleansing composition of paragraphs A-O, wherein thecomposition has a G′ at 1 Hz of about 50 Pa to about 2500 Pa, from about100 Pa to about 1500 Pa, or from about 150 Pa to about 1000 Pa.

Q. The rinse-off cleansing composition of paragraphs A-P, wherein thecomposition has a G″ at 1 Hz of about 20 Pa to about 250 Pa, from about35 Pa to about 200 Pa, from about 40 Pa to about 150 Pa; or from about50 Pa to about 100 Pa.

R. The rinse-off cleansing composition of paragraphs A-Q, wherein thecomposition has a viscosity at a shear rate of 0.01 l/sec of about 10PaS to about 1200 PaS, from about 20 PaS to about 1000 PaS, from about30 PaS to about 500 PaS, or from about 40 PaS to about 300 PaS, whenmeasured in accordance with the Viscosity Method.

S. The rinse-off cleansing composition of paragraphs A-R, wherein thecomposition has a viscosity at a shear rate of 10 l/sec of about 1 PaSto about 30 PaS, from about 1 PaS to about 20 PaS, from about 1 PaS toabout 15 PaS, or from about 1 PaS to about 10 PaS, when measured inaccordance with the Viscosity Method.

T. The rinse-off cleansing composition of paragraphs A-S, wherein thecomposition is stable at 40° C.

U. The rinse-off cleansing composition of paragraphs A-T, wherein thecomposition further comprises soap.

V. The rinse-off cleansing composition of paragraphs A-U, wherein thecomposition further comprises a hydrophobic oil, which is not a perfume.

W. The rinse-off cleansing composition of paragraph V, wherein thecomposition comprises from about 2% to about 20%, or from about 3% toabout 15%, by weight of the composition, of the hydrophobic oil, otherthan perfume.

X. The rinse-off cleansing composition of paragraphs U and V, whereinthe hydrophobic oil comprises isopropyl myristate, isostearylisostearate, behenyl behenate, soybean oil, mineral oil, or combinationsthereof.

Y. The rinse-off cleansing composition of paragraphs A-X, wherein thecomposition further comprises an additive.

Z. The rinse-off cleansing composition of paragraph Y, wherein theadditive comprises a skin active, a vitamin, an antibacterial, anantifungal, a chelant, a pH regulator, or a combination thereof.

AA. The rinse-off cleansing composition of paragraphs A-Z, wherein thecomposition is liquid.

BB. The rinse-off cleansing composition of paragraphs A-AA, wherein thecomposition is not a ringing gel.

CC. The rinse-off cleansing composition of paragraphs A-BB, wherein theperfume is from about 8% to about 90%, from about 10% to about 50%, fromabout 20% to about 40%, or from about 20% to about 30%, by weight of thesurfactant.

DD. The rinse-off cleansing composition of paragraphs A-CC, wherein theweight percent of hydric solvent is from about 15% to about 40%, fromabout 17% to about 35%, or from about 20% to about 30%, by weight of thesurfactant.

EE. The rinse-off cleansing composition of paragraphs A-DD, wherein thecomposition is a microemulsion or contains a microemulsion phase.

FF. The rinse-off cleansing composition of paragraphs A-EE, wherein atleast a portion of the composition becomes a microemulsion upon dilutionwith water of about 3:1 by weight (water:composition) to about 10:1 byweight (water:composition).

GG. The rinse-off cleansing composition of paragraphs A-FF, wherein thesolvent comprises dipropylene glycol.

HH. Another exemplary rinse-off cleansing composition, comprises: a)from about 37% to about 45%, by weight of the composition, of a firstsurfactant comprising sodium trideceth-2 sulfate; b) from about 4% toabout 15%, by weight of the composition, of a perfume; c) from about 6%to about 20%, by weight of the composition, of dipropylene glycol; andd) from about 25% to about 45%, by weight of the composition, of water;wherein the rinse-off cleansing composition has a G′ of about 25 Pa toabout 3000 Pa.

II. The rinse-off cleansing composition of paragraph HH, wherein thecomposition further comprises from about 2% to about 10%, by weight ofthe composition, of a cosurfactant comprising cocamidopropyl betaine.

JJ. The rinse-off cleansing composition of the paragraphs HH and II,wherein the composition is a microemulsion or contains a microemulsionphase.

Examples

All inventive and comparative samples are prepared by weighing thecomponents together into a Speedmixer pot, stirring by hand briefly tohomogenize the fluids, and then speedmixing for 60 seconds at 2750 rpm.

Comp. A Ex. 1 Ex. 2 Ex. 3 Ex. 4 Ex. 5 Sodium trideceth-2 38.5 38.5 38.537.9 36.9 40.3 sulfate Cocamidopropyl 6.0 6.0 6.0 5.9 5.7 4.2 betaineDipropylene glycol 0 7.0 10.6 12.6 14.6 14.6 Water qs qs qs qs qs qsCitric acid 0.5 0.5 0.5 0.5 0.5 0.5 perfume 9.0 9.0 9.0 9.0 9.0 9.0preservatives 0.5 0 0 0 0 0 G′ at 1 Hz (Pa) 2,340 1,500 726 516 241 497G″ at 1 Hz (Pa) 203 227 93 56.5 51.1 75 Viscosity at 1 sec-1 93.3 3816.1 10.8 4.8 10.9 (PaS) Viscosity ratio 0.026 0.023 0.016 0.023 0.0330.018 Total surfactant 44.5 44.5 44.5 43.8 42.6 44.5 Hydric solvent as  0% 15.7% 23.8% 28.8% 34.3% 32.8% percent of surfactant Perfume aspercent 22.5% 22.5% 22.5% 22.8% 23.5% 22.5% of surfactant

The above examples were subjected to the PHADD test and the counts arelisted in the table directly below. The “dilutions X:X and lower” or“dilutions between X:X and X:X) is the average of the absolute counts inthe noted dilution range. This data is graphically represented inFIG. 1. The data below and in FIG. 1 shows as DPG is increased in thecompositions, a modest increase (about 30-40%) in perfume in theheadspace over the compositions results when between 7 and 10.6 wt %dipropylene glycol is added, based on the weight of the composition; andwhen about 12-19 wt % dipropylene glycol is added the perfume counts inthe headspace over the composition increase to between 16 and 21 millioncounts, which is 2-fold to 3-fold the headspace counts for thecomposition without hydric solvent. During the aqueous dilution, whenthe composition contains greater than 12 wt % dipropylene glycol,perfume counts remain consistently higher than control, in some cases bymore than 3-fold. When the composition contains 10.6 wt % dipropyleneglycol, the dilution behavior is quite extraordinary in that between a1.5:1 and 2:1 dilution, there is a dramatic increase in perfume in theheadspace. At 7 wt % dipropylene glycol, the increased headspaceresponse compared to the control with no DPG is substantial but lessdramatic. The tables below shows compositions with dipropylene glycolbecome transparent at 42 degrees C. (an average shower temperature) atrelatively low dilution ratios with water, transparency suggesting thecompositions can be microemulsions above the dilution shown. However,they can also be transparent micelles, so the perfume measurementsdirectly indicate the benefit relative to the control. In addition,microemulsions can also contain amounts of hydric or non-hydric solventin the core, associated with the perfume, reducing its activitycoefficient. Therefore, in theory, not all microemulsions can increaseperfume activity coefficient relative to a micelle, because of thesolvent interaction. These results demonstrate the microemulsionsprovide significantly enhanced perfume benefits when the hydric solventdipropylene glycol is used at between 7 wt % and 19 wt % of thecomposition.

Perfume Count in Headspace measured in accordance with PHADD Comp. A Ex.1 Ex. 2 Ex. 3 Ex. 4 Ex. 5 Undiluted 7,035,158 9,005,372 9,943,26521,004,851 20,239,653 16,263,229 (absolute counts) Dilutions 1:17,035,158 10,205,115 11,063,020 22,150,969 20,239,653 17,549,982 andlower including undiluted (absolute counts) Dilutions 9,525,56510,184,234 25,460,606 23,817,460 22,888,702 16,653,508 between 2:1 and5:1 inclusive (absolute counts) Ratio to control 1 1.28 1.41 2.99 2.882.31 with nil DPG, undiluted Ratio to nil DPG 1 1.45 1.57 3.15 2.88 2.49control, dilutions 1:1 and lower Ratio to nil DPG 1 1.07 2.67 2.50 2.401.75 control, dilutions 2:1 to 5:1 inclusive Clarity commencing 2:10.9:1 0.8:1 0.5:1 0.8:1 at dilution at 42° C. at this dilution level

Comp. Ex. Ex. Ex. Ex. B 6 7 8 9 Sodium trideceth-2 38.5 38.5 38.5 38.538.5 sulfate Cocamidopropyl betaine 6.0 6.0 6.0 6.0 6.0 Dipropyleneglycol 9.6 9.6 9.6 9.6 9.6 Water qs qs qs qs qs Citric acid 0.5 0.5 0.50.5 0.5 perfume 2.0 4.0 6.0 8.0 10.0 preservatives 0 0 0 0 0 G′ at 1 Hz(Pa) 341 432 514 455 817 G″ at 1 Hz (Pa) 48 61 75 62 75 Viscosity at 1sec⁻¹ 7.0 10.1 10.9 9.9 13.4 (PaS) Viscosity ratio 0.037 0.020 0.0190.023 0.025 Total surfactant 44.5 44.5 44.5 44.5 44.5 Hydric solvent aspercent 21.6 21.6 21.6 21.6 21.6 of surfactant Perfume as percent of 4.59.0 13.5 18.0 22.5 surfactant

The above compositions compare varying levels of perfume within acleansing composition with hydric solvent. The perfume counts for thesecompositions measured in accordance with PHADD are listed directlybelow. As can be seen below, the level of perfume can have an impact onthe headspace counts both before and after dilution.

Perfume count in headspace Undiluted 10,977,417 23,647,482 31,214,24540.124,155 43,428,087 (absolute counts) Dilutions 1:1 and 13,102,29026,197,063 34,274,057 43,9455,804 49,582,089 lower including undiluted(absolute counts) Dilutions 15,997,105 28,731,188 41,179,435 42,000,90849,582,089 between 2:1 and 5:1 inclusive (absolute counts)

The compositions below are examples of cleansing compositions withvarying solvents. The perfume counts for these compositions measured inaccordance with PHADD are listed directly below.

Ex. 10 Ex. 11 Ex. 12 Ex. 13 Ex. 14 Ex. 15 Comp. C Sodium trideceth-2sulfate 33.5 33.5 33.5 33.5 33.5 33.5 33.5 Cocamidopropyl betaine 6.06.0 6.0 6.0 6.0 6.0 6.0 Dipropylene glycol 12 Hexylene glycol 121,6-hexanediol 12 Propylene glycol 12 1,3-butanediol 12 PEG 300 12Glycerin 12 Water qs qs qs qs qs qs qs Citric acid 0.5 0.5 0.5 0.5 0.50.5 0.5 *perfume 10.0 10.0 10.0 10.0 10.0 10.0 10.0 preservatives 0 0 00 0 0 0 Total surfactant 39.5 39.5 39.5 39.5 39.5 39.5 39.5 Hydricsolvent as a weight 30.4 30.4 30.4 30.4 30.4 30.4 30.4 percent ofsurfactant Perfume as weight percent 25.3 25.3 25.3 25.3 25.3 25.3 25.3of surfactant

Perfume count in headspace Undiluted 20,663,074 16,080,765 22,625,56217,312,931 17,339,118 18,218,131 20,663,051 (absolute counts) Dilutions22,253,452 17,970,750 20,668,047 18,558,549 18,363,252 17,914,63419,514,042 1:1 and lower including undiluted (absolute counts) Dilutions21,216,488 19,200,632 18,654,679 18,683,788 18,097,084 17,724,48621,768,735 between 2:1 and 5:1 inclusive (absolute counts)* perfume having the same components as previous examples was used.

Example: Delivery of Perfume to Skin from a Concentrated CleansingComposition

Ex. 16 was used to wash the forearm of 2 volunteers. Their opposingforearm was washed using a control micelle body wash. The perfumes usedwere the same in the example and the control and the dose used to washeach arm provided the same amount of perfume exposure to each arm. Theheadspace over the skin was evaluated 5 minutes after washing using thePSHAM method. The example composition provided an average headspaceabundance over the skin of 5.46 for one volunteer and 2.45 for thesecond volunteer (446% and 145% increase), or an average 3.95 ratio ofperfume over the skin relative to the control. Abundance of individualperfume molecules generally increased with Kovats Index but was broadlydistributed, with more than half the molecules having an abundance ofmore than 2.

Ex. 16 Weight % Sodium trideceth-2 sulfate 36.1 Cocamidopropyl betaine6.2 Dipropylene glycol 12.6 Water qs Citric acid 0.666 perfume 10.0Misc. 0.533 Total surfactant 42.3 Hydric solvent as percent ofsurfactant 29.8 Perfume as percent of surfactant 23.6

The perfume used in Ex. 16 comprised a mixture of beta-gamma hexenol,cis hexenyl formate, para cresyl methyl ether, d-limonene, isoamylbutyrate, linalool, benzyl acetate, methyl salicylate, pomarose major,citronellol, allyl amyl glycolate, carvone, undecavertol, benzylacetate, anisic aldehyde, coranol, hydroxycitronellal,phenylethyldimethyl carbinol, heliotropin, linalyl isobutyrate, deltadamascene, florhydral, beta naphthol methyl ether, dodecylnitrile, betaionone, polysantol, citronellyl butyrate, lilial, tobacarol, hivernal,methyldihydrojasmonate, and ambroxan.

Longevity Example

Fragrance longevity was evaluated by the PSHAM method at two timepoints, initial and 3.5 hours after washing, for 2 subjects. Acomposition was prepared having the following ingredients in wt % of thetotal composition. Sodium trideceth-2 sulfate 36.1, Cocamidopropylbetaine 6.2, Dipropylene glycol 12.6, Citric acid 0.50, Perfume 10.0,Dye and preservative 0.53, Water qs. 1.5 grams of the composition, whichis a recommended product dose for consumers in a consumer study, wasadded to a wetted puff and the arms washed, rinsed, dried, and evaluatedper the PSHAM procedure at an initial time point. A second comparativecomposition was prepared having 10.8% sodium laureth-3 sulfate, 1.2%cocamidopropyl betaine, 2.5% sodium chloride, 1.0% perfume, 1% misc dyesand perfume, qs water. The comparative composition was dosed using 10 mlinto a puff and subjects' opposite arms washed and headspace over theskin evaluated in the same manner as above for the inventivecomposition. Subjects were allowed to resume normal activity, thenreturned after 3.5 hours for a subsequent evaluation of perfume inheadspace over the skin (i.e., without a subsequent wash step, todetermine residuality of the perfume from the wash). The followingresults were obtained.

Composition Abundance of Longevity Control (ratio to Example compositioncontrol) PSHAM results at 105,877,650 50,740,090 2.09 initial time point(total GCMS counts) PSHAM results at 7,097,315 5,875,857 1.21 3.5 hourtime point

Test Methods

a) G′ and G″ Test Method

To measure the viscoelastic properties of a personal care composition,the viscous (G″) and elastic (G′) moduli, use a rheometer such as a ARG2 Rheometer (TA Instruments, Del., USA) with 1 degree cone uppergeometry with a diameter of 40 mm and flat plate lower geometry withPeltier heating/cooling to control temperature. Place approximately 1gram of personal care composition onto the lower test geometry and lowerthe upper geometry into position, lock the geometry and wipe away excesscomposition to create an even surface around the edge of the geometry.Conduct the oscillatory test over frequency range of 0.01 to 100 Hz,collecting 5 data points per decade, using a constant oscillatory stressof 0.5968 Pa and a temperature of 25° C. The tan delta is calculated asthe ratio of G″/G′.

Record the G′ and G″ (Pa) at a frequency of 1 Hz.

b) Ultracentrifuge Test

Compositions are considered to be in a single phase when they do notseparate into layers or phases when ultracentrifuged for 2 hours at50,000 rpm in an ultracentrifuge at 40° C. (e.g., Beckmanultracentrifuge with swinging bucket rotor).

c) Viscosity Method

To measure the viscosity of a personal care composition use a rheometersuch as an AR G2 Rheometer (TA Instruments, Del., USA) equipped with 1degree cone upper geometry with a diameter of 40 mm and flat plate lowergeometry equipped with Peltier heating/cooling to control temperature.Measurement can be conducted by placing approximately 1 gram of personalcare composition onto the lower test geometry and lowering the uppergeometry into position to the desired gap of 52 microns, wiping away anyexcess composition to create an even surface around the edge of thegeometry. Conduct a continuous flow test at 25° C., controlling theshear rate and progressing from a shear rate of 0.01 to 100 l/sec over atime period of 3 minutes, running the test in log mode and collecting 15points per decade. Record the viscosity (PaS) at the shear rates ofinterest, for the samples herein we have reported the viscosity at ashear rate of about 0.10 l/sec and about 10 l/sec, interpolating asneeded to obtain shear rates.

d) Perfume Headspace Abundance During Dilution Method (PHADD)

1) Perfume Headspace Abundance for Neat Products

Unless otherwise indicated, all laboratory instruments are operatedaccording to manufacturer's instructions. The following equipment isused: 20 mL headspace vials from Gerstel (Baltimore, Md.); timer; gaschromatograph (GC) Agilent model 6890 and Gerstel MPS-2 auto sampler; GCcolumn J&W DB5-MS, 30 m×0.25 mm ID, 1.0 μm film thickness obtained fromAgilent Technologies, Inc., Wilmington, Del., USA; carrier gas ofultra-pure helium, about 1 mL/min flow rate; solid-phase microextractioninjection port liner (0.75 mm ID) from Supelco; and a model 5973 MassSelective Detector obtained from Agilent Technologies, Inc., Wilmington,Del., USA having a source temperature of about 230° C., and a MS Quadtemperature of about 150° C.

1 gram of cleansing composition is placed into a clean 20 mL headspacevial and a stir bar is added to the vial. A polytetrafluroethylene capis placed on the vial and hand tightened. The sample is allowed toequilibrate to establish equilibrium of the perfume molecules betweenthe composition and the headspace. This generally takes at least 30minutes at room temperature. The sample is then analyzed using anautomated solid phase microextraction-gas chromatograph-massspectrometer (SPME-GC-MS) analysis system.

Transfer the sample vials to the auto sampler tray to begin analysis.Start the sequence of sample loading and analysis. Each sample vial istaken by the auto sampler to the incubation chamber and held at 30° C.for 1 minute. The SPME fiber assembly is DVB/CAR/PDMS (50/30 um, 24 ga,1 cm length). Sampling time is 1 minute. The samples are stirred at 500rpm during SPME sampling. After sampling, the SPME fiber is injectedinto the GC injector. The injector temperature is about 270° C.

The GC-MS analysis is started. SPME desorption time is about 5 minutes.The following temperature program is used: i) an initial temperature ofabout 50° C. which is held for 0.5 minutes, and ii) increase the initialtemperature at a rate of about 8° C./min until a temperature of about275° C. is reached, hold at about 275° C. for 2.5 minutes. Perfumecompounds are identified using the MS spectral libraries of John Wiley &Sons and the National Institute of Standards and Technology (NIST),purchased and licensed through Agilent. Chromatographic peaks forspecific ions are integrated using the MassHunter software obtained fromAgilent Technologies, Inc., Wilmington, Del., USA. To calculate theperfume headspace abundance, all of the area counts of the perfumemolecules are added together.

2) Perfume Headspace Abundance for Diluted Product

For the perfume headspace abundance for diluted product, use the methodabove for neat product, except 1.0 g of product is combined withsufficient water to reach the desired level of dilution, usually between(0.5-5 g), a magnetic stir bar is added to each vial, and after the capis in place, the vials are stirred via the magnetic bar for at least 30minutes to equilibrate.

e) Perfumed Skin Headspace Abundance Method (PSHAM)

Unless otherwise indicated, all laboratory instruments are operatedaccording to manufacturer's instructions. The following equipment isused: Stir Bar Sorptive Extraction Sampling Devices—Gerstel Twister, 2cm in length with 1 mm PDMS (polydimethyl silicone) phase thickness;glass sampling cups with magnets to hold Twisters during sampling—about35 mL in volume; timer; gas chromatograph (GC) Agilent model 7890 andGerstel MPS-2 autosampler with thermal desorption unit (TDU) andcooled-on-column (CIS-4) temperature programmable inlet; GC column J&WDB5-MS, 30 m×0.25 mm ID, 1.00 μm film thickness obtained from AgilentTechnologies, Inc., Wilmington, Del., USA; carrier gas of ultra-purehelium, about 1 mL/min flow rate; liquid nitrogen for injection portcryogenic cooling; Gerstel TDU injection port liners with glass wool;and a detector model 5975 Mass Selective Detector obtained from AgilentTechnologies, Inc., Wilmington, Del., USA having a source temperature ofabout 230° C., and a MS Quad temperature of about 150° C.

Headspace samples are collected from panelists' arms that have beenwashed with test products and/or controls. The wash protocolincludes: 1) adjusting water temperature to about 100° F. and water flowto about 1 gallon/min; 2) rinsing the arm under the water stream forabout 5 seconds; 3) apply product of known weight on a puff which hasbeen prewetted for 5 seconds with water; 4) lather product in the puffby hands for 10 seconds; 5) wash the entire forearm for 15 seconds usingback and forth motion, then wait for about 15 seconds; 6) rinse the armunder the water stream for about 15 seconds; 7) pat dry the forearmusing a paper towel; and then 8) proceed to sensory evaluation oranalytical sampling. The Twister device is held inside of the samplingcup with magnetic force while the cup is placed against panelists' armsfor a period of 3 minutes. The Twister is then transferred to thethermal desorption tube and capped with a transport adapter.

To begin the analysis, transfer the Twister transport tubes to theautosampler tray and proceed with TDU-GC-MS analysis. Set-up thesequence of samples needing to be analyzed and start the sequence ofsample loading and analysis. In this step, the Twister transport tube istaken by the autosampler to the thermal desorption unit where it isheated to about 250° C. and held at that temperature for about 5minutes. Perfume materials that are thermally desorbed from the Twisterare trapped by the liquid nitrogen cooled inlet, which is held at about−120° C. during desorption. The programmable temperature inlet is thenheated 275° C. and held at that temperature for 3 minutes.

The GC-MS analysis run is started and the GC temperature program isinitiated with mass spectrometer detection. The following temperatureprogram is used: i) an initial temperature of about 50° C. which is heldfor 0.5 minutes, and ii) increase the initial temperature at a rate ofabout 8° C./min until a temperature of about 275° C. is reached, hold atabout 275° C. for 5 minutes. Perfume compounds are identified using theMS spectral libraries of John Wiley & Sons and the National Institute ofStandards and Technology (NIST), purchased and licensed through Agilent.Chromatographic peaks for specific ions are integrated using theMassHunter software obtained from Agilent Technologies, Inc.,Wilmington, Del., USA. Abundance of perfume in the headspace over theskin is calculated by adding the area counts of all the perfumemolecules. The relative enhancement of abundance of perfume in theheadspace using test products over control products is obtained by theratio of the total peak area counts. The PSHAM measurement may berepeated on the target surface at later time intervals to test forlongevity of fragrance on the skin. These time intervals could be anydesired, for example, 1 hour, 2 hours, 3 hours, 3.5 hours, 4 hours, etc.after the initial application.

f) Cylinder Method

Lather can be measured in accordance with the Cylinder Method. Lathervolume is measured using a graduated cylinder and a rotating mechanicalapparatus. A 1,000 ml graduated cylinder is used which is marked in 10ml increments, has a height of 14.5 inches at the 1,000 ml mark from theinside of its base, and has a neck at its top fitted for a plasticinsert cap (for example, Pyrex No. 2982). Moderately hard water isprepared with 1.5:1 ion ratio Ca/Mg by dissolving 1.14 grams calciumchloride dihydrate and 1.73 grams magnesium chloride hexahydrate intoone U.S. gallon distilled water. The water is maintained at between105-110° F. The graduated cylinder is heated to about the sametemperature by flushing with excess tap water at the same temperaturefor about 15 seconds, then drying it outside and shaking briefly upsidedown to dry the interior. 100.0 grams of the moderately hard water atthe indicated temperature is weighed directly into the graduatedcylinder. The cylinder is clamped in a mechanical rotating device, whichclamps the cylinder vertically with an axis of rotation that transectsthe center of the graduated cylinder. Using a 3- or 4-place metricbalance, invert the plastic cap for the graduated cylinder onto thebalance pan and weigh 0.500 grams of composition (for compositions lessthan 19% surfactant) to within 4 milligrams accuracy, using a holder tokeep the cap level. When the surfactant level is 40% or greater, use 125mg of composition (500 g/4). When it is between 30% and 39%, use 135 mgof composition, and when it is between 20% and 29% use 250 mg and for 19wt % and below use 500 mg. Insert the cap into the graduated cylinderneck while being careful that all composition is now in the space in thecylinder interior. For compositions with very low viscosity which willnot remain on the cap surface, 500 mg composition can be added directlyto the graduated cylinder. Rotate the cylinder for 25 completerevolutions at a rate of about 10 revolutions per 18 seconds to create alather and stop in a level, vertical position. When the cylinder stopsin a vertical position, start a digital stopwatch. Observing the waterdraining at the bottom, record the time to the nearest second when thewater height measures 50 cc, then 60 cc, then 70 cc and so on until atleast 90 cc has drained. Measure and record the total height of the foamin the column interior, which is the lather volume. If the top surfaceof the lather is uneven, the lowest height at which it is possible tosee halfway across the graduated cylinder is the lather volume (ml). Ifthe lather is coarse such that a single or only a few foam cells(“bubbles”) reach across the entire cylinder, the height at which atleast about 10 foam cells are required to fill the space is the lathervolume, also in ml up from the base. When measuring the lather height,bubbles that are larger than about 1 inch across at the top surface areconsidered free air and not lather. The measurement is repeated and atleast three results averaged to obtain the lather volume. In aspreadsheet, calculate the lather density at each observed time point asthe volume of foam (total height minus water height) divided by theweight of the foam (100.5 grams minus the weight of water observed,using a density of 1.00 g/cc for water). Fit the 3 time points closestto (ideally, also bracketing) 20 seconds to a 2^(nd) order polynomialequation. Solve the equation for the lather density at 20 seconds, whichis the lather density of the composition. Multiply the lather volume bythe lather density to obtain the lather mass, in grams.

The entire process should take less than about 3 minutes in order tomaintain desired temperature.

g) Stability Test

A composition is filled into a 4 fl. oz. glass jar with minimalheadspace and capped, placed in a dark room maintained at 40° C. for 3months. A composition is stable if there is minimal visual sign of phaseseparation and the viscosity changes by less than about 90% from theoriginal viscosity.

The dimensions and values disclosed herein are not to be understood asbeing strictly limited to the exact numerical values recited. Instead,unless otherwise specified, each such dimension is intended to mean boththe recited value and a functionally equivalent range surrounding thatvalue. For example, a dimension disclosed as “40 mm” is intended to mean“about 40 mm.”

Every document cited herein, including any cross referenced or relatedpatent or application and any patent application or patent to which thisapplication claims priority or benefit thereof, is hereby incorporatedherein by reference in its entirety unless expressly excluded orotherwise limited. The citation of any document is not an admission thatit is prior art with respect to any invention disclosed or claimedherein or that it alone, or in any combination with any other referenceor references, teaches, suggests or discloses any such invention.Further, to the extent that any meaning or definition of a term in thisdocument conflicts with any meaning or definition of the same term in adocument incorporated by reference, the meaning or definition assignedto that term in this document shall govern.

While particular embodiments of the present invention have beenillustrated and described, it would be obvious to those skilled in theart that various other changes and modifications can be made withoutdeparting from the spirit and scope of the invention. It is thereforeintended to cover in the appended claims all such changes andmodifications that are within the scope of this invention.

What is claimed is:
 1. A cleansing composition, consisting of: a) fromabout 25% to about 45%, by weight of the composition, of a firstsurfactant comprising a branched anionic surfactant; b) from about 5% toabout 10%, by weight of the composition, of a zwitterionic cosurfactant;c) from about 4% to about 15%, by weight of the composition, of aperfume; d) from about 6% to about 20%, by weight of the composition, ofdipropylene glycol; e) optionally from about 0.1% to about 5% of apreservative, thickener, hydrophobic oil, additive, soap, pH modifier,or a combination thereof; f) from about 25% to about 45%, by weight ofthe composition, of water; g) optionally an additional hydric solvent,an additional surfactant, solvent, dye, acid, sodium chloride, or acombination thereof; wherein the composition comprises lamellarstructures comprising at least a portion of the branched anionicsurfactant; wherein the rinse-off cleansing composition is not a ringinggel and is free of an electrolyte; wherein the composition comprises alather volume of more than 300 mL according to the Cylinder Method;wherein at least a portion of the composition spontaneously becomes amicroemulsion upon dilution with water of about 3:1 by weight(water:composition) to about 10:1 by weight (water:composition).
 2. Therinse-off cleansing composition of claim 1, wherein the surfactantcomprises from about 35% to about 40%, by weight of the composition, ofthe first surfactant.
 3. The rinse-off cleansing composition of claim 1,wherein the zwitterionic cosurfactant comprises a betaine, an alkylamidopropyl betaine, a cocamidopropyl betaine, or a combination thereof.4. The rinse-off cleansing composition of claim 1, wherein thecomposition comprises from about 8% to about 15%, by weight of thecomposition, of the perfume.
 5. The rinse-off cleansing composition ofclaim 1, wherein the perfume has from about 5% to about 30%, by weightof the perfume, of perfume raw materials with a Kovats index from about1100 to about
 1700. 6. The rinse-off cleansing composition of claim 1,wherein the composition has from about 8% to about 16%, by weight of thecomposition, of the dipropylene glycol.
 7. The rinse-off cleansingcomposition of claim 1, wherein the composition has a G′ at 1 Hz ofabout 50 Pa to about 2500 Pa, a G″ at 1 Hz of about 20 Pa to about 250Pa, or a combination thereof.
 8. The rinse-off cleansing composition ofclaim 1, wherein the composition is not a ringing gel.
 9. The rinse-offcleansing composition of claim 1, wherein the rinse-off cleansingcomposition has a G′ at about 1 Hz of about 25 Pa to about 3000 Pa. 10.A rinse-off cleansing composition, consisting of: a) from about 35% toabout 40%, by weight of the composition, of sodium trideceth-2 sulfate;b) from about 5% to about 8%, by weight of the composition, of azwitterionic cosurfactant c) from about 6% to about 8%, by weight of thecomposition, of a perfume; d) from about 10% to about 14%, by weight ofthe composition, of dipropylene glycol; e) from about 25% to about 45%,by weight of the composition, of water; f) optionally from about 0.1% toabout 5% of a preservative, thickener, hydrophobic oil, additive, soap,pH modifier, or a combination thereof; g) optionally an additionalhydric solvent, an additional surfactant, solvent, dye, acid, sodiumchloride, or a combination thereof; wherein the composition compriseslamellar structures comprising at least a portion of the sodiumtrideceth-2 sulfate; wherein at least a portion of the compositionspontaneously becomes a microemulsion upon dilution with water of about3:1 by weight (water:composition) to about 10:1 by weight(water:composition).
 11. The composition of claim 10, wherein thecomposition comprises about 14%, by weight of the composition,dipropylene glycol.
 12. The composition of claim 10, wherein thecomposition comprises about 8%, by weight of the composition, perfume.